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All Journal J-MAS (Jurnal Manajemen dan Sains)
Falio Kristianto
STIE Professional Manajemen College Indonesia
Economics, Econometrics & Finance Social Sciences

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Pengaruh Kepuasan Konsumen dan Citra Merek terhadap Keputusan Pembelian Konsumen Sepeda Motor Merek Yamaha PT. Alfa Scorpii Cabang Bilal Medan Falio Kristianto; Thomas Sumarsan Goh; Wily Julitawaty; Syawaluddin Syawaluddin
J-MAS (Jurnal Manajemen dan Sains) Vol 7, No 2 (2022): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v7i2.545

Abstract

Consumer satisfaction is a feeling of pleasure or disappointment experienced by a consumer both before making a purchase at the company, when these feelings arise after comparing the performance of the product he gets against his expectations so far for the product. Brand image is also a consumer's assessment of the brand offered in a market whose creation can be formed based on personal experiences obtained by consumers either through hearing the product's reputation or experiencing direct post-purchase on the product. The purchase decision is a stage in the decision-making process through a consideration where the individual carries out an evaluation of the various available options and decides on the best choice of a product from only a few. This research uses quantitative descriptive research. The study used multiple linear regression analysis. The research scale used is a Likert scale. Partially, it was found that the variable of customer satisfaction had a significant effect on the purchasing decisions of PT. Alfa Scorpio, Bilal Medan Branch. Partially, the brand image variable has a significant effect on the purchasing decisions of PT. Alfa Scorpio, Bilal Medan Branch. Simultaneously there is a significant influence between the variables of consumer satisfaction and brand image on purchasing decisions of employees of PT. Alfa Scorpio, Bilal Medan Branch.
Co-Authors Syawaluddin Syawaluddin Thomas Sumarsan Goh Wily Julitawaty